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How the ‘less but better’ drinking trend promises to disrupt food NPD

Overall, UK consumers are drinking less than they were in 2020, according to Kantar data. People enjoyed 11 servings of alcohol per week in the 12 months to March 31 2020 compared to 10.8 in the same period in 2021, Kantar Worldpanel Alcovision data show. Interestingly, though, the figures reveal a consistent rise in the amount people pay per litre of alcohol, which is a strong indicator of shoppers choosing more premium products.

“Trends suggest that many people are gravitating more towards the idea of drinking less but better,”​ said Michael Alcock, CEO of UK online craft beer retailer 

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